Journal of Humanities and Social Sciences Review

The development of instructional model in the next normal era based on self-directed learning and gamification to promote student engagement of graduate students

Rungaroon Piyarit, Natsuda Wongboon-ngam, Rattawan Devahastin na ayudhya — Tue, 06 Jan 2026 00:00:00 +0700

This study aimed (1) to develop an instructional model for the Next Normal era based on self-directed learning and gamification to enhance undergraduate students’ learning engagement, and (2) to examine students’ learning engagement before and after the implementation of the developed instructional model. The participants were 26 undergraduate students majoring in Social Studies in the Faculty of Humanities and Social Sciences at Phetchaburi Rajabhat University. They were selected through purposive sampling from one classroom based on the following criteria: (1) they were enrolled in the course offered in the second semester of the 2022 academic year, and (2) the course was taught by the researcher. The research employed a one-group pretest–posttest design. The findings revealed that the developed instructional model consisted of four instructional stages: Reduction, Exchange, Distribution, and Bonus. Regarding learning engagement, the pretest results indicated that the mean scores of cognitive, emotional, and behavioral engagement were 3.86 (SD = 0.75), 3.85 (SD = 0.72), and 3.81 (SD = 0.62), respectively, with an overall mean of 3.84 (SD = 0.70). After implementing the instructional model, the posttest results showed significant improvement, with mean scores of 4.66 (SD = 0.54) for cognitive engagement, 4.65 (SD = 0.53) for emotional engagement, and 4.67 (SD = 0.53) for behavioral engagement, yielding an overall mean of 4.66 (SD = 0.53).

Community-based Administration of Local curriculum on Sugarcane Cultivation in Huay Sai Nuea Subdistrict of Huaysaiprachasan School in Phetchaburi Province

Surasak Suksri, Chulapon Srirangsan — Tue, 06 Jan 2026 00:00:00 +0700

The objectives of this research were to study: 1) local knowledge on sugarcane cultivation in Huay Sai Nuea Subdistrict, 2) the community-based administration of a local curriculum on sugarcane cultivation in Huay Sai Nuea Subdistrict, and 3) the trial results of the community-based implementation of the local curriculum on sugarcane cultivation in Huay Sai Nuea Subdistrict at Huaysaiprachasan School, Phetchaburi Province. The target group included 1 director, 1 academic head, 3 teachers, 1 community leader, 3 experts in sugarcane cultivation, and 50 Mathayomsuksa 3 students. The instrument used for data collection was an achievement test with an IOC ranging from 0.67 to 1.00. Quantitative data were analyzed using percentage, mean, and standard deviation, while qualitative data were analyzed using content analysis. The research results were as follows: 1. The local knowledge on sugarcane cultivation in Huay Sai Nuea Subdistrict consisted of four topics: 1) background and context of Huay Sai Nuea Subdistrict, 2) sugarcane species in Huay Sai Nuea Subdistrict, 3) sugarcane cultivation in Huay Sai Nuea Subdistrict, and 4) sweetness of products derived from sugarcane in Huay Sai Nuea Subdistrict. 2. The local curriculum administration on sugarcane cultivation in Huay Sai Nuea Subdistrict consisted of six steps: 1) planning to create a network for community-based local curriculum administration, 2) training in community-based local curriculum preparation, 3) improving and developing the community-based local curriculum, 4) organizing activities for implementing the community-based local curriculum, 5) supervising, monitoring, and coordinating the use of the community-based local curriculum, and 6) evaluating the community-based local curriculum. 3. The trial results of the community-based implementation of the local curriculum on sugarcane cultivation in Huay Sai Nuea Subdistrict at Huaysaiprachasan School revealed that the Mathayomsuksa 3 students’ post-learning achievement was significantly higher than their pre-learning achievement at the .01 level, showing an improvement of 48.20 percent.

Guidelines for Using the Shopee Application for Contribution Payment of Insured Persons Under Section 40 of the Social Security Office, Prachuap Khiri Khan Province, Hua Hin Branch

Atitiya Manakitcharoen, Suchart Adulbutr, Bampen Maitreesophon — Tue, 06 Jan 2026 00:00:00 +0700

This mixed-method research aimed: (1) to study the use of the Shopee application for contribution payment of insured persons under Section 40, (2) to study a correlation between personal characteristics and the use of the application Shopee for contribution payment of insured persons under Section 40, (3) to study the relationship between technology acceptance factors and the use of the application Shopee for contribution payment of insured persons under Section 40, and (4) to study guidelines for using the Application Shopee for contributions payment of insured persons under Section 40. The sample group consisted of 400 insured persons under Section 40 in the Hua Hin district, Prachuap Khiri Khan province and 9 key informants. Data were analyzed by using frequency, percentage, mean, standard deviation, chi-square, and multiple regression analysis. Major findings are as follows: (1) the use of the Shopee application for contribution payment was at a high level, (2) there were correlations between personal characteristics and the use of the Shopee application for contribution payment, in term of gender, age, and education at the statistically significant level of 0.05, 0.001, and 0.01 respectively, (3) there was a relationship between technology acceptant factors and the use of Shopee application, in terms of perceived usefulness, and perceived ease of use for contributions payment at the statistically significant level of 0.001, and (4) guidelines of using the Shopee application for contribution payment were found that the organization should: publicize benefits of the ease of use, accessibility and effective service.

Organizational Culture Model to Develop the Quality of Life of the Prachuap Khiri Khan Municipality Office Personnel

Nutcha Eamote, Rakkaith Hongthong — Tue, 06 Jan 2026 00:00:00 +0700

The objectives of this study were to 1) study the levels of organizational culture and the development of the quality of life of personnel in the Prachuap Khiri Khan Municipality Office, 2) examine the organizational culture affecting the development of the quality of life of personnel in the Prachuap Khiri Khan Municipality Office, and 3) propose an organizational culture model for developing the quality of life of personnel in the Prachuap Khiri Khan Municipality Office. The population used in the research included 200 personnel working in the Prachuap Khiri Khan Municipality Office. In-depth interviews were conducted with 15 key informants. The questionnaire with a reliability level at 0.94 and a semi-structured interview form were used as research instruments. The statistical methods used for data analysis were percentage, mean, standard deviation, stepwise multiple regression analysis, and content analysis. The results revealed that 1) the organizational culture was overall at a high level. The first three aspects ranked from the highest to the lowest means were Clan Culture (X2), Achievement Culture (X3), and Personnel - focused Culture (X5). And the opinion on the quality of life of the personnel was rated at a high level. The first three aspects ranked from the highest to the lowest means were work-life balance, social participation, and appropriate and fair compensation. 2) The organizational culture affecting the quality of life of personnel in the Prachuap Khiri Khan Municipality Office with statistical significance at the .01 level included Clan Culture (X2), Achievement Culture (X3), and Personnel - focused Culture (X5). It could predict or explain the variance affecting the quality of work life of personnel in the Prachuap Khiri Khan Municipality Office by 55.20 percent, with a prediction error of 0.24. The predictive equation was developed in both raw score and standardized forms as follows: tot = 1.014+.384 (X2) + 0.200 (X3) + 0.168 (X5). And 3) the organizational culture model for developing the quality of life of personnel in the Prachuap Khiri Khan Municipality Office, named the “CAP Model”, consisted of Clan Culture (C), Achievement Culture (A), and Personnel - focused Culture (P).

Guidelines for Community Participation in Organizing Ox Racing (Wua Lan) Events to Promote Traditional Sports in Phetchaburi Province

Sasiwimon Koomtong, Bampen Maitreesophon — Tue, 06 Jan 2026 00:00:00 +0700

This mixed-method research aimed 1) to study community participation in organizing ox racing (Wua Lan) events, 2) to study correlations between personal factors and community participation, 3) to study causal relationships between participation factors and community participation, and (4) to propose guidelines for promoting community participation in organizing ox racing events. The quantitative research samples consisted of 330 people involved in ox racing. Data were collected through questionnaires and analyzed using percentage, mean, standard deviation, chi-square, and multiple regression. The qualitative research samples comprised 12 key informants. Data were collected through in-depth interviews and analyzed using content analysis. Research findings are as follows: (1) the community participation was rated at a high level; (2) the personal factors in terms of gender, age, occupation, and monthly income had correlations with the community participation at the statistical significance of 0.05 level; (3) the participation factors in terms of benefits of participation and the strength of the community network had causal relationships with the community participation at a statistical significance of 0.001 level; and (4) guidelines for promoting community participation revealed that the community should participate in deciding on the location, date and time of the event to reduce noise and traffic problems and to be consistent with the way of life. Community participation should be increased in evaluation, prevention of animal cruelty, and related crime problems. Government officials should apply good governance principles to supervise the events to comply with the law, so that the events will continue to be a traditional sport that reflects good traditional culture.

Service for the Disability Support Services (DSS) at Phetchaburi Rajabhat University

Suparat Siraputtiphan — Tue, 06 Jan 2026 00:00:00 +0700

This research aimed to 1) study the current state of services for students with disabilities at the Phetchaburi Rajabhat University Student Support Service Center for Persons with Disabilities, 2) develop a draft service system for the center, and 3) evaluate the appropriateness and feasibility of the proposed draft service system. This study employed a mixed-methods approach. The two main groups of key informants were 1) 130 individuals, including students with disabilities, department chairs, instructors, and general students, and 2) 5 experts. The research tools used for data collection were a questionnaire on the current state of services and a questionnaire on the appropriateness and feasibility of the proposed service system. The statistical analyses included percentage, mean, and standard deviation. The research findings revealed that 1) the overall state of services for students with disabilities was at a high level. When considering each aspect, the findings were ranked from highest to lowest as follows: internal environment, student affairs for students with disabilities, and service work for students with disabilities. 2) The draft service system consists of three components: service work for students with disabilities, student affairs for students with disabilities, and environment. And 3) the overall appropriateness of the draft service system was at
a high level. When considering each aspect, the internal environment was found to be the most appropriate, while both student affairs for students with disabilities and service work for students with disabilities were found to have high levels of appropriateness and feasibility.

Language attitude and language choice in communication of the Bang Lamphu Mon people, Ban Laem District, Phetchaburi Province

Siwaporn Pirod, Ubolwan Suanmalee, Sutthiporn Susutthi — Tue, 06 Jan 2026 00:00:00 +0700

This research aimed to study and compare the attitudes toward Standard Thai and Mon languages and language choice in communication among the Bang Lamphu Mon people, Ban Laem District, Phetchaburi Province, according to age range. The language data were collected from a sample group of Bang Lamphu Mon people in Ban Laem District, Phetchaburi Province by purposive sampling, totaling 60 people, according to the social factor of age, divided into three age groups: 40–50 years old, 60–70 years old, and 80–90 years old. The instruments used for data collection were multiple-choice questionnaires and unstructured interviews. The results of the study on attitudes toward language found that the sample groups in all three age groups had positive attitudes toward Standard Thai and Mon languages. Those aged 40–50 years had the most positive average attitudes toward the Standard Thai language. Those aged 80–90 years had the most positive average attitudes toward the Mon language. The results of the study on language choice in communication found that all three age groups chose to use the Standard Thai language the most, followed by the Mon language. Those aged 40–50 years had a higher average choice of the Mon language in communication than the other two age groups. The sample groups in all three age groups chose to use two languages, Mon language mixed with Standard Thai language, the least.

Reality and expectations of the public toward the development of quality of life for all age groups in accordance with the development strategy of Pa Daet Subdistrict Municipality, Pa Daet District, Chiang Rai Province

Chattawut Chiwaruck, Waraduang Sommanasak, Prayoon Imiwat — Tue, 06 Jan 2026 00:00:00 +0700

The objectives of this research were: 1) to examine the actual conditions and expectations of the people regarding the development of quality of life for all age groups in accordance with the development strategy of Pa Daet Subdistrict Municipality, Pa Daet District, Chiang Rai Province; and 2) to compare the levels of reality and expectations of the people toward such development. This study employed a quantitative research design. The sample consisted of 361 respondents. Data were analyzed using percentage, mean, standard deviation, and the Pair Samples t-test. The findings revealed that: 1) the overall level of reality regarding the development of quality of life for all age groups was at a moderate level; 2) the overall level of expectations was at the highest level; and 3) the comparison between reality and expectations, both in overall terms and across different age groups, showed statistically significant differences at the .05 level.

Causal relationship factors affecting event tourism in Nakhon Phanom province

Chalida Chuaysook, Chaithawat Siribowonphitak — Tue, 06 Jan 2026 00:00:00 +0700

This study aims to examine the factors influencing activity-based tourism in Nakhon Phanom Province by analyzing tourist behavior, perception levels, motivation, and causal relationships affecting travel decision-making. A sample of 400 tourists attending the Phra That Phanom Worship Festival was selected through simple random sampling. Data were collected using a semi-structured questionnaire and analyzed using both descriptive and inferential statistics. The findings reveal that the majority of tourists travel occasionally to visit significant attractions and for leisure purposes. Most traveled with family members (63.0%), used private vehicles (76.5%), stayed for a minimum of five days (39.0%), and obtained travel information through online channels (77.8%). The overall perception level was high ( average= 3.92, S.D. = 0.93), emphasizing needs, knowledge, and emotions. The most influential motivation was entertainment and relaxation (average= 4.09), followed by spiritual fulfillment and business opportunities. Multiple regression analysis demonstrated that factors significantly affecting travel decisions (p < .05) included the desire for learning new experiences (β = 0.24, t = 3.32), relaxation and escape from routine (β = 0.23, t = 3.62), entertainment and leisure (β = 0.16, t = 2.63), strengthening family relationships (β = 0.12, t = 2.02), and spiritual well-being (β = 0.11, t = 2.03). The model explained 70.4% of the variance (R² = 0.704, Adjusted R² = 0.697, F = 103.176, p<0.001), indicating exceptionally high predictive power. These findings provide valuable insights for developing activities that align with tourist motivations, refining digital marketing strategies, and promoting sustainable tourism development in Nakhon Phanom Province.

The Image and Service Quality of Tourist attraction Affecting the decision to Visit Kanchanaburi Province for thai tourists

Rapeeporn Chamchoy, Thitiwut Junsing — Tue, 06 Jan 2026 00:00:00 +0700

This research aimed to study the factors of destination image and service quality of tourist attractions that affect the decisions of Thai tourists to travel to Kanchanaburi Province, as well as to examine the decision-making process of Thai tourists in choosing tourist destinations in Kanchanaburi Province. The researcher collected data from Thai tourists who were currently traveling or had previously traveled to Kanchanaburi Province. The data collection instrument was a questionnaire. The statistical methods used for data analysis and hypothesis testing were the t-test and multiple regression analysis. The research findings revealed that tourists, overall, placed a high level of importance on destination image factors of tourist attractions in Kanchanaburi Province. When considered individually, the attractiveness factor was rated at the highest level. Regarding service quality factors of tourist attractions in Kanchanaburi Province, the overall importance was also rated as high. When considered individually, the reliability factor was rated at the highest level. The decision to choose Kanchanaburi as a tourist destination was rated at a high level due to the province’s diversity, unique characteristics, natural beauty, numerous organized tourism activities, as well as a wide selection of accommodation, food, and souvenir shops. Tourists also felt that the comfort and value received were worthwhile for their trip to Kanchanaburi. The hypothesis testing results indicated that destination image factors affecting the decision of Thai tourists to travel to Kanchanaburi Province-namely accommodation service, facilities and accessibility, safety, and attractiveness-significantly influenced the decision to visit Kanchanaburi at a statistical significance level of 0.05. Furthermore, service quality factors of tourist attractions affecting the decision of Thai tourists to visit Kanchanaburi Province-namely reliability, assurance, responsiveness, tangibles, and empathy-also significantly influenced the decision to visit Kanchanaburi at a statistical significance level of 0.05.

Promoting and Developing Community-Based Tourism through Northeastern Thai Local Cuisine of Ban Kiri Wongkot, Nai Yung District, Udon Thani Province

Tue, 06 Jan 2026 00:00:00 +0700

The research title is “Promoting and Developing Community-Based Tourism through Northeastern Thai Local Cuisine in Ban Khiri Wongkot, Na Yoong District, Udon Thani Province.” The study aims to: 1) explore the local ingredients used in preparing traditional cuisine to promote and develop community-based tourism; 2) study local cuisine to create a community identity that supports tourism development; and 3) develop guidelines to promote and enhance community-based tourism in Ban Khiri Wongkot, Na Yoong District, Udon Thani Province. A mixed-methods approach was employed. Quantitative data were collected through questionnaires administered to tourists, while qualitative data were obtained from in-depth interviews with community members, entrepreneurs, and relevant stakeholders. The study result found that the local cuisine of Ban Khiri Wongkot has high potential for promoting community-based tourism, particularly through the use of local ingredients which were found in natural ingredients such as wild mushrooms, bamboo shoots, local vegetables, river fish, and naturally raised meat. These ingredients not only reflect local ways of life and local wisdom but are also safe, environmentally friendly, and attractive to tourists. In terms of local food identity, the findings reveal that local dishes are characterized not only by authentic Isan flavors but also present “cultural experiences.” through natural containers and dining atmospheres set in forests, along streams, and natural areas of the community to create impressions and foster a deep sense of emotional engagement among tourists. Guidelines for promoting and developing community-based tourism through local cuisine include the development of branding, packaging, and promotional media aligned with target markets, the organization of experiential learning activities such as food workshops, the establishment of local food brands, training in hygiene and service standards and the strengthening of marketing networks in collaboration with relevant agencies. In addition, most tourists indicated that local cuisine should receive systematic support, such as the organization of local food festivals and dissemination through online platforms, in order to elevate local cuisine into a form of “soft power” that generates income and fosters sustainable community development.

Audiencrs of Likay in the present era

Nipat Jongdee — Tue, 06 Jan 2026 00:00:00 +0700

This research aimed to study the adaptation and values of Likay audiences in the present era by examining documents, textbooks, research studies, and collecting field data through non-purposive interviews with Likay performance audiences. The study also included participant observation at actual performance venues and non-participant observation through live-streamed Likay performances on social media. The findings revealed that Likay audiences today span all genders and ages and can be categorized into three groups: 1) audiences who appreciate the art of Likay performances, 2) audiences who are fans of specific Likay troupes, and 3) audiences who admire particular Likay artists. Contemporary Likay performances have evolved by incorporating social media as a means to enhance accessibility and convenience for audiences, allowing them to engage with the art or artists they admire. Modern viewing experiences indicated that audiences can still enjoy the interactive essence of Likay performances through digital media, although there are both advantages and disadvantages to this format. Moreover, the values of Likay audiences in the present era have improved progressively. This research reflected the patronage system within Thai society, akin to familial bonds between the audiences and Likay artists. It also highlighted how the change of the audience values positively impacts the artists and helps to sustain the art of Likay performances for future generations.

Branding Creation of Phetchaburi Rajabhat University

Tue, 06 Jan 2026 00:00:00 +0700

This study aimed to examine the brand identity and branding strategies of Phetchaburi Rajabhat University through a documentary analysis integrated with qualitative inquiry. The research was conducted in two phases. Phase one analyzed the university’s brand based on relevant documents and previous studies. Phase two explored the university’s branding practices through in-depth interviews with eight faculty deans and the dean of the College of Food Innovation and Service Industry, totaling nine key informants. Data were analyzed using content analysis. The findings revealed that: 1) the university’s existing brand comprises six key dimensions—academic excellence, research and innovation, academic services to society, a role as a learning hub, cultural preservation, and sustainable development; and 2) in an increasingly competitive higher education landscape, both domestically and internationally, a clear and distinctive brand is essential for strengthening recognition and trust among students, parents, communities, and the business sector. Phetchaburi Rajabhat University has established strong branding in graduate quality development, research, communication and institutional image, cultural conservation, and innovation and technology.